SMS SPAM Compliance Masterclass
Why spam laws exist
Spam regulations aren’t around to penalise you. They’re here to protect the end user from having to deal with fraudulent and unwanted messages, making the experience for the whole industry better for everyone.
Think of the regulations as a playbook instead. Use it as a guide to help you create SMS marketing campaigns that your customers love. You’ll get the best return on investment this way with increased response rates, decreased opt-out rates, and better brand perception.
How to get permission to send
Your recipients must opt-in and be aware that they may receive business SMS messages in the future. Here are some ways that they can opt-in:
- Fill out a form
- Opt-in and tick a box on your website
- Provide you with permission over the phone or in-person
- Text your virtual number
- Purchase from you within the last 2 years
If you have a strong relationship with your customers then consent may be “implied”. For example, a club member or service subscriber has given you implied consent.
Identify yourself in the message
For any SMS campaign, you must identify yourself by your company name within the text message. In most cases, your campaign won’t come from a virtual number that your recipients will recognise.
While it’s not legally required, it’s a good idea to remind the recipient as to why they’re receiving your message, as they probably won’t remember subscribing to your SMS campaigns.
Provide a simple opt-out
Providing an opt-out is mandatory, and it can take the following forms:
- Reply STOP to the message
- Text STOP to a dedicated virtual number
- Call a number in the message
The simplest method is reply STOP. Customers often ask why we make it easy, and the answer is simple. Why would you pay to keep sending somebody messages they don’t want?
Frequently asked questions
Q. These are my clients. Why do I need to let them opt-out?
A. People change. They may not longer find your SMS campaigns relevant for many different reasons. Letting them opt-out helps keep your lists clean. You also save costs and get better returns if you send campaigns to people who want to hear from you.
If you’re concerned about opt-outs, take a look at the global SMS opt-out rates.
Q. How can I have my business name as the Sender ID?
A. Keep in mind that people will always read a message from a virtual number, even if they don’t recognise it. Having your business name as a Sender ID makes the opt-out process a little more complicated. They can’t reply with STOP directly to your campaign. Instead, they need to send a new text message to a virtual number.
Using a virtual number and then identifying yourself in the copy of the text message is the most ideal.
Q. Do you sell lists?
A. No, it’s bad practice to purchase and use a third party list. While it’s possible from certain providers to purchase lists, we do not do it. We believe strongly in building your own list from scratch. Pre-purchased lists are expensive, and they anger recipients and lead to many opt-outs.